A deep-dive into the consumer behaviors, lifestyle choices, and market opportunities that define pro soccer fans. Powered by Heartbeat by IMI International.
Three signals reveal why pro soccer fans deserve brand attention right now.
With a base engagement of 39 and potential TAM of 52, this audience has 13pts of growth headroom — the largest activation opportunity among sports passion points.
The top activities reach 83 engagement — led by Bet On Sports (83) and Purchased Fat Burners (79). Soccer fans are deeply committed consumers.
6 segments and 375 activity pairs show soccer fans engage across sports, health, lifestyle, food & beverage, finance, and home & auto — making them a versatile activation target.
Core metrics reveal a highly activatable audience with significant untapped potential.
Key Takeaway: Pro soccer fans rank #216 of 727 passion points with 39 engagement. The 13pt gap to potential TAM (52) signals significant untapped consumer opportunity across all 6 segments.
The activities this audience engages with most reveal a profile of active, experience-driven consumers.
Key Takeaway: The top activities are led by Bet On Sports (83), Purchased Fat Burners (79), and Purchased high performance apparel from a retailer (77). This audience is action-oriented and brand-responsive.
Activity distribution across 6 consumer segments reveals diverse brand opportunities.
Sortable activity data — click any header to rank by that metric.
| Activity | Engagement | Intensity | Rising Int. | Excitement | Potential TAM | Rec. |
|---|---|---|---|---|---|---|
| Bet On Sports | 83 | 52 | 33 | 34 | 87 | Negative |
| Purchased Fat Burners | 79 | 56 | 32 | 32 | 93 | Strong |
| Purchased high performance apparel from a retailer | 77 | 49 | 31 | 25 | 85 | Negative |
| Bet On Sports | 77 | 40 | 33 | 32 | 86 | Strong |
| Attended a live sporting event | 76 | 56 | 30 | 29 | 83 | Neutral |
| Used a dating website or app (Bumble, Tinder, Match…) | 76 | 47 | 25 | 22 | 81 | Very Negative |
| Purchased Large Scale Water for your cooler | 76 | 51 | 25 | 29 | 84 | Negative |
| Purchase Non-Alcoholic Beer | 75 | 48 | 27 | 32 | 84 | Negative |
| Will purchase a water cooler for my home in the next 12 months | 75 | 54 | 39 | 36 | 87 | Very Strong |
| Purchase Luxury Athletic Apparel | 74 | 50 | 29 | 25 | 85 | Negative |
| Attended a live music event | 73 | 47 | 27 | 29 | 82 | Negative |
| Purchase a Vacation Property | 72 | 46 | 39 | 37 | 84 | Strong |
| Prescribed Weight Loss Drug (e.g. Ozempic, Trulicity, Saxenda, etc) | 71 | 44 | 28 | 26 | 83 | Negative |
| Own an Onboard Engine | 71 | 42 | 30 | 34 | 88 | Strong |
| Prescribed Weight Loss Drug (e.g. Ozempic, Trulicity, Saxenda, etc) | 70 | 38 | 30 | 25 | 83 | Neutral |
So What? Bet On Sports (83), Purchased Fat Burners (79), and Purchased high performance apparel from a retailer (77) lead activity engagement for pro soccer fans.
Activities gaining traction right now — emerging interest and emotional energy.
Key Takeaway: Will purchase a water cooler for my home in the next 12 months leads rising interest (39) — this audience is actively expanding their behavioral footprint. Excitement leaders include Purchased Solar paneling (42) and Purchase a Vacation Property (37).
Activities with the biggest gap between current engagement and total addressable market.
So What? Purchased a dairy product has the largest engagement gap (43pts to TAM). Purchased high performance apparel from a retailer follows with a 37pt gap — significant untapped consumer potential.
31% of activity pairs receive Strong or Very Strong recommendations.
Key Takeaway: 31% of activity pairs receive Strong or Very Strong recommendations. Pro soccer fans are an actionable, brand-ready audience.
Bet On Sports (83) leads engagement — soccer fans are deeply connected to the sports betting ecosystem, creating partnership and sponsorship opportunities.
With 82 health activities and leaders like Purchased Fat Burners (79), soccer fans actively invest in their physical wellbeing — a natural brand alignment.
Will purchase a water cooler for my home in the next 12 months (39), Purchase a Vacation Property (39), and Considering investing in cryptocurrency (38) lead rising interest — signaling where this audience is headed next.
With a 13pt gap between base engagement (39) and potential TAM (52), plus 16 "Very Strong" recommendations, pro soccer fans represent a massive untapped consumer activation opportunity.
Search, filter, and sort to explore how 375 activities connect with pro soccer fans across 6 consumer segments.
| Activity | Segment | Engagement | Intensity | Rising Interest | Excitement | Potential TAM | Recommendation |
|---|---|---|---|---|---|---|---|
| Bet On Sports | Sports & Events | 83 | 52 | 33 | 34 | 87 | Negative |
| Purchased Fat Burners | Health & Wellness | 79 | 56 | 32 | 32 | 93 | Strong |
| Purchased high performance apparel from a retailer | Lifestyle & Tech | 77 | 49 | 31 | 25 | 85 | Negative |
| Bet On Sports | Sports & Events | 77 | 40 | 33 | 32 | 86 | Strong |
| Attended a live sporting event | Sports & Events | 76 | 56 | 30 | 29 | 83 | Neutral |
| Used a dating website or app (Bumble, Tinder, Match…) | Lifestyle & Tech | 76 | 47 | 25 | 22 | 81 | Very Negative |
| Purchased Large Scale Water for your cooler | Food & Beverage | 76 | 51 | 25 | 29 | 84 | Negative |
| Purchase Non-Alcoholic Beer | Food & Beverage | 75 | 48 | 27 | 32 | 84 | Negative |
| Will purchase a water cooler for my home in the next 12 months | Food & Beverage | 75 | 54 | 39 | 36 | 87 | Very Strong |
| Purchase Luxury Athletic Apparel | Lifestyle & Tech | 74 | 50 | 29 | 25 | 85 | Negative |
| Attended a live music event | Sports & Events | 73 | 47 | 27 | 29 | 82 | Negative |
| Purchase a Vacation Property | Home & Auto | 72 | 46 | 39 | 37 | 84 | Strong |
| Prescribed Weight Loss Drug (e.g. Ozempic, Trulicity, Saxenda, etc) | Health & Wellness | 71 | 44 | 28 | 26 | 83 | Negative |
| Own an Onboard Engine | Home & Auto | 71 | 42 | 30 | 34 | 88 | Strong |
| Prescribed Weight Loss Drug (e.g. Ozempic, Trulicity, Saxenda, etc) | Health & Wellness | 70 | 38 | 30 | 25 | 83 | Neutral |
| Purchase Men's Haircare products | Health & Wellness | 70 | 47 | 36 | 31 | 81 | Strong |
| Purchased Fat Burners | Health & Wellness | 70 | 38 | 26 | 24 | 87 | Neutral |
| Purchased Large Scale Water for your cooler | Food & Beverage | 69 | 37 | 29 | 28 | 82 | Strong |
| Purchased tickets to an event online (e.g. Ticketmaster, StubHub…) | Lifestyle & Tech | 69 | 45 | 32 | 22 | 79 | Negative |
| Purchase Men's Fragrances | Health & Wellness | 69 | 46 | 28 | 25 | 84 | Neutral |
| Considering investing in cryptocurrency | Lifestyle & Tech | 69 | 40 | 38 | 35 | 82 | Strong |
| Used a dating website or app (Bumble, Tinder, Match…) | Lifestyle & Tech | 68 | 37 | 26 | 28 | 80 | Neutral |
| Own a Pontoon Boat | Home & Auto | 68 | 39 | 31 | 31 | 86 | Strong |
| Purchase Edible Cannabis - such as gummies, chocolates, etc. | Lifestyle & Tech | 68 | 41 | 25 | 17 | 82 | Negative |
| Eye Care OTC | Health & Wellness | 68 | 41 | 29 | 27 | 79 | Neutral |
| Own Cryptocurrency | Lifestyle & Tech | 68 | 39 | 35 | 32 | 83 | Strong |
| Purchased Solar paneling | Home & Auto | 67 | 40 | 34 | 42 | 80 | Very Strong |
| Will purchase a water cooler for my home in the next 12 months | Food & Beverage | 66 | 39 | 30 | 26 | 83 | Strong |
| Own a motorcycle | Lifestyle & Tech | 66 | 43 | 37 | 31 | 79 | Strong |
| Own a Snowmobile | Home & Auto | 65 | 39 | 28 | 27 | 84 | Neutral |
| Purchase Men's Skincare products | Health & Wellness | 65 | 39 | 29 | 26 | 75 | Neutral |
| Own a Power Boat | Home & Auto | 65 | 38 | 29 | 29 | 82 | Strong |
| Purchase Non-Alcoholic Beer | Food & Beverage | 65 | 36 | 24 | 27 | 76 | Neutral |
| Own an electric car | Lifestyle & Tech | 64 | 37 | 26 | 30 | 79 | Neutral |
| Purchase alcoholic coolers, flavored/sour beers | Food & Beverage | 64 | 39 | 28 | 23 | 72 | Negative |
| Consider purchasing an electric car | Lifestyle & Tech | 64 | 38 | 37 | 35 | 79 | Very Strong |
| Open a new chequing account | Finance & Investment | 64 | 34 | 38 | 36 | 77 | Strong |
| Purchase a Vacation Property | Home & Auto | 64 | 37 | 36 | 34 | 81 | Strong |
| Invest $100,000+ in stocks and bonds | Finance & Investment | 64 | 37 | 36 | 30 | 82 | Very Strong |
| Purchase Men's Personal grooming products | Health & Wellness | 64 | 36 | 24 | 24 | 72 | Negative |
| Activity | Relationship | Engagement | Intensity | Rising Interest | Excitement | Potential TAM | Recommendation |
|---|---|---|---|---|---|---|---|
| Bet On Sports | Have done weekly | 83 | 52 | 33 | 34 | 87 | Negative |
| Bet On Sports | Have done | 77 | 40 | 33 | 32 | 86 | Strong |
| Attended a live sporting event | Have done weekly | 76 | 56 | 30 | 29 | 83 | Neutral |
| Attended a live music event | Have done weekly | 73 | 47 | 27 | 29 | 82 | Negative |
| Watched Live Sports online | Have done weekly | 62 | 39 | 24 | 24 | 75 | Neutral |
| Attended a live sporting event | Have done | 61 | 34 | 23 | 23 | 73 | Neutral |
| Purchased a sport drink | Have done weekly | 61 | 36 | 29 | 24 | 70 | Neutral |
| Ate at a casual restaurant or sports bar | Have done weekly | 58 | 36 | 24 | 26 | 66 | Neutral |
| Watched Live Sports online | Have done | 57 | 31 | 21 | 22 | 73 | Neutral |
| Attended a live music event | Have done | 56 | 29 | 25 | 23 | 70 | Neutral |
| Purchased a lottery ticket | Have done weekly | 54 | 38 | 26 | 24 | 67 | Strong |
| Purchased a sport drink | Have done | 52 | 27 | 22 | 20 | 66 | Neutral |
| Purchased a lottery ticket | Have done | 48 | 26 | 21 | 21 | 62 | Strong |
| Visited a casino | Intender 18M | 47 | 22 | 20 | 20 | 61 | Neutral |
| Attended a live sporting event | Intender 12M | 46 | 15 | 19 | 18 | 70 | Neutral |
| Ate at a casual restaurant or sports bar | Have done | 46 | 23 | 18 | 18 | 57 | Neutral |
| Purchased a lottery ticket | Intender 12M | 43 | 16 | 18 | 15 | 71 | Neutral |
| Ate at a casual restaurant or sports bar | Intender 12M | 40 | 12 | 20 | 17 | 58 | Neutral |
| Bet On Sports | Intender 12M | 39 | 17 | 12 | 20 | 70 | Strong |
| Attended a live music event | Intender 12M | 38 | 15 | 17 | 21 | 63 | Strong |
| Activity | Relationship | Engagement | Intensity | Rising Interest | Excitement | Potential TAM | Recommendation |
|---|---|---|---|---|---|---|---|
| Purchased Fat Burners | Have done weekly | 79 | 56 | 32 | 32 | 93 | Strong |
| Prescribed Weight Loss Drug (e.g. Ozempic, Trulicity, Saxenda, etc) | Have done weekly | 71 | 44 | 28 | 26 | 83 | Negative |
| Prescribed Weight Loss Drug (e.g. Ozempic, Trulicity, Saxenda, etc) | Have done | 70 | 38 | 30 | 25 | 83 | Neutral |
| Purchase Men's Haircare products | Have done weekly | 70 | 47 | 36 | 31 | 81 | Strong |
| Purchased Fat Burners | Have done | 70 | 38 | 26 | 24 | 87 | Neutral |
| Purchase Men's Fragrances | Have done weekly | 69 | 46 | 28 | 25 | 84 | Neutral |
| Eye Care OTC | Have done weekly | 68 | 41 | 29 | 27 | 79 | Neutral |
| Purchase Men's Skincare products | Have done weekly | 65 | 39 | 29 | 26 | 75 | Neutral |
| Purchase Men's Personal grooming products | Have done weekly | 64 | 36 | 24 | 24 | 72 | Negative |
| Sleep aid - pills - over the counter | Have done weekly | 62 | 36 | 22 | 20 | 72 | Very Negative |
| Sleep aid - pills - prescribed | Have done weekly | 61 | 42 | 25 | 26 | 68 | Negative |
| Purchase Plant-Based Foods | Have done weekly | 60 | 40 | 25 | 19 | 74 | Negative |
| Topical Pain Relief Medication | Have done weekly | 60 | 40 | 25 | 25 | 73 | Neutral |
| Purchase Healthy Energy Drinks | Have done weekly | 60 | 41 | 30 | 27 | 72 | Strong |
| Sleep aid - pills - prescribed | Have done | 58 | 31 | 22 | 24 | 74 | Neutral |
| Purchase Men's Haircare products | Have done | 57 | 30 | 25 | 22 | 72 | Strong |
| Purchase Men's Personal hygiene products | Have done weekly | 57 | 38 | 24 | 25 | 71 | Neutral |
| Purchase feminine hygiene products | Have done weekly | 57 | 35 | 23 | 24 | 69 | Negative |
| Purchased Protein Products (Protein bars, powder, Drink etc.) | Have done weekly | 57 | 39 | 26 | 29 | 68 | Strong |
| Purchase Women's Skincare products | Intender 12M | 56 | 13 | 15 | 19 | 80 | Negative |
| Activity | Relationship | Engagement | Intensity | Rising Interest | Excitement | Potential TAM | Recommendation |
|---|---|---|---|---|---|---|---|
| Purchased high performance apparel from a retailer | Have done weekly | 77 | 49 | 31 | 25 | 85 | Negative |
| Used a dating website or app (Bumble, Tinder, Match…) | Have done weekly | 76 | 47 | 25 | 22 | 81 | Very Negative |
| Purchase Luxury Athletic Apparel | Have done weekly | 74 | 50 | 29 | 25 | 85 | Negative |
| Purchased tickets to an event online (e.g. Ticketmaster, StubHub…) | Have done weekly | 69 | 45 | 32 | 22 | 79 | Negative |
| Considering investing in cryptocurrency | Intender 18M | 69 | 40 | 38 | 35 | 82 | Strong |
| Used a dating website or app (Bumble, Tinder, Match…) | Have done | 68 | 37 | 26 | 28 | 80 | Neutral |
| Purchase Edible Cannabis - such as gummies, chocolates, etc. | Have done weekly | 68 | 41 | 25 | 17 | 82 | Negative |
| Own Cryptocurrency | Owner | 68 | 39 | 35 | 32 | 83 | Strong |
| Own a motorcycle | Owner | 66 | 43 | 37 | 31 | 79 | Strong |
| Own an electric car | Owner | 64 | 37 | 26 | 30 | 79 | Neutral |
| Consider purchasing an electric car | Intender 18M | 64 | 38 | 37 | 35 | 79 | Very Strong |
| Purchase Luxury Athletic Apparel | Have done | 62 | 34 | 26 | 24 | 75 | Neutral |
| Purchase Cigarettes | Have done | 61 | 33 | 24 | 23 | 73 | Neutral |
| Purchased Cannabis Products | Have done weekly | 61 | 33 | 21 | 23 | 73 | Negative |
| Purchased high performance apparel from a retailer | Have done | 60 | 30 | 23 | 22 | 73 | Negative |
| Purchase Edible Cannabis - such as gummies, chocolates, etc. | Have done | 59 | 31 | 20 | 16 | 73 | Negative |
| Purchased tickets to an event online (e.g. Ticketmaster, StubHub…) | Have done | 55 | 28 | 22 | 19 | 70 | Neutral |
| Purchased Cannabis Products | Have done | 55 | 26 | 17 | 19 | 70 | Negative |
| Purchase Cigarettes | Have done weekly | 55 | 31 | 24 | 19 | 63 | Negative |
| Fitness Equipment Wearables | Intender 18M | 55 | 28 | 28 | 27 | 74 | Strong |
| Activity | Relationship | Engagement | Intensity | Rising Interest | Excitement | Potential TAM | Recommendation |
|---|---|---|---|---|---|---|---|
| Purchased Large Scale Water for your cooler | Have done weekly | 76 | 51 | 25 | 29 | 84 | Negative |
| Purchase Non-Alcoholic Beer | Have done weekly | 75 | 48 | 27 | 32 | 84 | Negative |
| Will purchase a water cooler for my home in the next 12 months | Have done weekly | 75 | 54 | 39 | 36 | 87 | Very Strong |
| Purchased Large Scale Water for your cooler | Have done | 69 | 37 | 29 | 28 | 82 | Strong |
| Will purchase a water cooler for my home in the next 12 months | Have done | 66 | 39 | 30 | 26 | 83 | Strong |
| Purchase Non-Alcoholic Beer | Have done | 65 | 36 | 24 | 27 | 76 | Neutral |
| Purchase alcoholic coolers, flavored/sour beers | Have done weekly | 64 | 39 | 28 | 23 | 72 | Negative |
| Own a water cooler at your home | Have done | 63 | 37 | 29 | 29 | 74 | Strong |
| Ordered food from a delivery service (e.g. UberEats, Skip the Dishes, Foodora, Ritual) | Have done weekly | 62 | 37 | 30 | 31 | 74 | Strong |
| Purchased wine | Have done weekly | 62 | 35 | 27 | 22 | 72 | Negative |
| Own a water cooler at your home | Have done weekly | 61 | 46 | 25 | 28 | 69 | Neutral |
| Purchased liquor or spirits | Have done weekly | 60 | 37 | 23 | 26 | 67 | Negative |
| Purchased a soda / soft drink | Intender 12M | 60 | 27 | 25 | 20 | 84 | Strong |
| Purchased an energy drink | Have done weekly | 59 | 37 | 25 | 25 | 73 | Neutral |
| Purchase Zero sugar drinks | Have done weekly | 59 | 36 | 23 | 27 | 68 | Neutral |
| Purchase Zero sugar drinks | Have done | 56 | 29 | 23 | 25 | 69 | Neutral |
| Purchased juice | Have done weekly | 55 | 32 | 25 | 24 | 62 | Neutral |
| Purchased beer | Have done weekly | 55 | 35 | 19 | 24 | 66 | Negative |
| Purchase alcoholic coolers, flavored/sour beers | Have done | 55 | 27 | 21 | 20 | 70 | Neutral |
| Purchased wine | Have done | 54 | 28 | 23 | 20 | 67 | Neutral |
| Activity | Relationship | Engagement | Intensity | Rising Interest | Excitement | Potential TAM | Recommendation |
|---|---|---|---|---|---|---|---|
| Open a new chequing account | Intender 18M | 64 | 34 | 38 | 36 | 77 | Strong |
| Invest $100,000+ in stocks and bonds | Intender 18M | 64 | 37 | 36 | 30 | 82 | Very Strong |
| Switch your banking to another institution | Intender 18M | 63 | 29 | 24 | 29 | 75 | Negative |
| Use an investment advisor | Intender 18M | 59 | 35 | 26 | 29 | 75 | Strong |
| Invest $25,000 or more in the next 12 months | Intender 18M | 57 | 28 | 30 | 30 | 75 | Strong |
| Purchase house insurance | Intender 18M | 55 | 38 | 26 | 31 | 65 | Strong |
| Open a New Saving Account | Intender 18M | 55 | 29 | 28 | 28 | 69 | Strong |
| Own Mutual Funds | Owner | 55 | 30 | 24 | 27 | 69 | Strong |
| Consult with an investment advisor | Intender 18M | 53 | 29 | 26 | 28 | 72 | Strong |
| Purchase insurance | Intender 18M | 52 | 31 | 24 | 27 | 66 | Strong |
| Own Stocks/Bonds | Owner | 50 | 26 | 21 | 21 | 62 | Neutral |
| Apply for a credit card | Intender 18M | 49 | 29 | 27 | 24 | 65 | Strong |
| Purchase car insurance | Intender 18M | 47 | 26 | 22 | 26 | 59 | Strong |
| Purchase life insurance | Intender 18M | 45 | 31 | 24 | 25 | 67 | Strong |
| Purchase life insurance | Rejector 18M | 38 | 18 | 15 | 14 | 49 | Neutral |
| Purchase car insurance | Rejector 18M | 37 | 18 | 15 | 13 | 50 | Neutral |
| Apply for a credit card | Rejector 18M | 37 | 17 | 13 | 14 | 49 | Neutral |
| Purchase house insurance | Rejector 18M | 36 | 16 | 15 | 14 | 49 | Neutral |
| Invest $100,000+ in stocks and bonds | Rejector 18M | 36 | 18 | 15 | 15 | 49 | Neutral |
| Use an investment advisor | Rejector 18M | 36 | 18 | 15 | 15 | 49 | Neutral |
| Activity | Relationship | Engagement | Intensity | Rising Interest | Excitement | Potential TAM | Recommendation |
|---|---|---|---|---|---|---|---|
| Purchase a Vacation Property | Intender 18M | 72 | 46 | 39 | 37 | 84 | Strong |
| Own an Onboard Engine | Owner | 71 | 42 | 30 | 34 | 88 | Strong |
| Own a Pontoon Boat | Owner | 68 | 39 | 31 | 31 | 86 | Strong |
| Purchased Solar paneling | Intender 18M | 67 | 40 | 34 | 42 | 80 | Very Strong |
| Own a Snowmobile | Owner | 65 | 39 | 28 | 27 | 84 | Neutral |
| Own a Power Boat | Owner | 65 | 38 | 29 | 29 | 82 | Strong |
| Purchase a Vacation Property | Intender 18M | 64 | 37 | 36 | 34 | 81 | Strong |
| Own solar paneling | Owner | 63 | 42 | 33 | 30 | 76 | Strong |
| Consider purchasing solar paneling | Intender 18M | 61 | 36 | 26 | 28 | 80 | Strong |
| Own Property Valued At Over $1,000,000 | Owner | 61 | 32 | 30 | 32 | 79 | Very Strong |
| Own a vacation property | Owner | 60 | 32 | 31 | 25 | 77 | Neutral |
| Own a Recreational Vehicle (RV) | Owner | 59 | 30 | 33 | 31 | 78 | Very Strong |
| Switch telecommunications providers | Intender 18M | 57 | 30 | 32 | 30 | 71 | Strong |
| Own A Newspaper Subscription | Owner | 56 | 34 | 27 | 27 | 73 | Strong |
| Go to an all inclusive resort | Intender 18M | 56 | 27 | 28 | 28 | 73 | Strong |
| Own a boat | Owner | 55 | 29 | 24 | 26 | 71 | Neutral |
| Consider buying a house or condo | Intender 18M | 55 | 27 | 24 | 25 | 74 | Neutral |
| Own A Magazine Subscription | Owner | 54 | 32 | 27 | 28 | 69 | Strong |
| Own A Home Telephone Line | Owner | 53 | 31 | 29 | 29 | 65 | Strong |
| Switch my internet Provider | Intender 18M | 53 | 29 | 31 | 30 | 72 | Very Strong |
Key Takeaway: Food & Beverage leads with 101 activities, followed by Health & Wellness (82). The breadth of engagement across all 6 segments makes pro soccer fans a high-value cross-category audience.
The brands that understand this will capture the loyalty of one of the most engaged sports audiences.